Retailers are serving up sales with Wimbledon-themed displays to make the most of one of the few major sporting events of the summer.

Displays included rackets and balls stocked next to Robinsons Squash, Pimm’s, biscuits and the classic tennis treat strawberries and cream.

Jack Matthews, who runs Bradley’s Supermarket (Nisa) in Quorn, Leicestershire, told Retail Express that his display had become a good talking point in store.

“We’d never really gone big on it before, so this year I decided that I wanted to make it really striking,” he said.

Suppliers such as Britvic, Stella Artois, and Evian supported convenience retailers with limited-edition packs and PoS materials.

Joga Uppal, owner of One Stop Mount Nod in Coventry, said: “Our big push is on our new Strawberries & Cream Slush Puppie flavour. We’ve also got Robinsons promotions supported by PoS.”